프랜차이즈 미용실의 서비스품질이 고객만족과 브랜드 충성도에 미치는 영향 (Effect of Service Quality of Franchise Hair Salon on Customer Satisfaction and Brand Loyalty)

서지정보

· 발행기관 : 국제보건미용학회
· 수록지 정보 : 국제보건미용학회지 / 16권 / 2호 / 1 ~ 12페이지
· 저자명 : 조주영, 왕신, 이용환

초록

In this study, the effect of beauty service quality factors on customer satisfaction and brand loyalty and the effect of customer satisfaction on brand loyalty were investigated for customers using franchise hair salons. From October 1 to 15, 2021, a survey was conducted on beauty service quality, customer satisfaction, and brand loyalty among 131 customers who visited four franchise hair salons. The obtained data were subjected to confirmatory factor analysis and path analysis using SPSS AMOS program. Among the beauty service quality, the path coefficient of the relationship between outcome quality and customer satisfaction was 0.397, which was significant at the 95% confidence level. Interaction quality, environmental quality, and standby quality, which are other factors of beauty service quality, all showed no significant effect on customer satisfaction. And none of the beauty service quality affected the brand loyalty. The path coefficient of customer satisfaction and brand loyalty was 0.831, which was significant at the 95% confidence level, and it was confirmed that customer satisfaction increased brand loyalty. In conclusion, it was found that the higher the outcome quality among the beauty service quality in franchise hair salons, the better the customer satisfaction, which leads to higher brand loyalty.

영어초록

In this study, the effect of beauty service quality factors on customer satisfaction and brand loyalty and the effect of customer satisfaction on brand loyalty were investigated for customers using franchise hair salons. From October 1 to 15, 2021, a survey was conducted on beauty service quality, customer satisfaction, and brand loyalty among 131 customers who visited four franchise hair salons. The obtained data were subjected to confirmatory factor analysis and path analysis using SPSS AMOS program. Among the beauty service quality, the path coefficient of the relationship between outcome quality and customer satisfaction was 0.397, which was significant at the 95% confidence level. Interaction quality, environmental quality, and standby quality, which are other factors of beauty service quality, all showed no significant effect on customer satisfaction. And none of the beauty service quality affected the brand loyalty. The path coefficient of customer satisfaction and brand loyalty was 0.831, which was significant at the 95% confidence level, and it was confirmed that customer satisfaction increased brand loyalty. In conclusion, it was found that the higher the outcome quality among the beauty service quality in franchise hair salons, the better the customer satisfaction, which leads to higher brand loyalty.

참고자료

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